Marketers are continually challenged to better engage consumers, drive conversion, and demonstrate ROI, even when the path from engagement to business outcome is difficult to measure. Yet fragmented identities, disconnected audience signals, and siloed measurement make it harder to understand what works, act in the moment, and improve what happens next.
In this session, Databricks and Lovelytics will explore how marketers can close that gap by connecting trusted consumer context to decision-making, activation, and measurement.
We will discuss how modern identity capabilities can create a stronger foundation for customer intelligence, how fragmented audience and advertising signals can be connected, and how CustomerLake’s agentic capabilities can help marketers build audiences, recommend next-best actions, activate across channels, and learn from outcomes. Through relevant transformation proof points and a representative QSR example, attendees will see a practical path to more relevant engagement, clearer measurement, and stronger business impact.